Temples farm /*in progress*/
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Table Of contents
mission statement cORPORATE SOCIAL RESPONSIBILITY inspiration target market competitors swot launch strategy & future growth planned products assortment plan Sources
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Mission statement
Temples Farm is focussed on the wellness of our customers. From crystals and incense to skincare and home goods, everything offered is intended to improve the customer’s life. Temples will start as an e-commerce sight with intentions of moving to being a brick and mortar store. We have started with a small assortment of beauty, fragrance, and home goods so that we can grow with our customer’s needs.
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corporate social responsibility
We are diligent about sourcing products to better our customers’ lives. Everything is resposibly sourced, from our skincare to our From the Farm products. We want to be sure the customer is putting the best possible ingredients in and on their bodies to improve their lives.
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inspiration
Temples Farm was inspired directly by the farm from whence it gets its name. Temples Farm lies somewhere an hour west of Savannah, GA as a retreat for artists, thinkers, and visionaries alike. It is there fruits, vegetables, herbs, and botanicals grow beside the native Yaupon tea as a resource for our From the Farm products. Inspiration also came from our founder Lori Judge, whose love of the holistic, responsibly sourced products, and crystals inspired the assortment you see.
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target market
Lori 40 Savannah, GA Owner/Realator Judge Realty $300k per year Enjoys yoga, avid art collector, uses crystals and homeopathy, concerned about skincare that is organic and made from natural sources, collects perfumes
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Clementine 26 Brooklyn, NY Graduate student at Parsons/Freelance graphic designer $60k per year Enjoys gallery hopping every weekend to see what new art her friends are making, always knows about the cool new club before everyone else, uses crystals to center herself, is a vegan and highly cautious of what she puts in/on her body
Estelle 52 Los Angeles, CA Owner of a Yoga Studio $100k per year Uses crystals and insence during yoga sessions, eats only organic and locally sourced, always does a lot of research before buying skincare to make sure it is free of harmful chemicals, loves perfume as decoration on her vanity
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competitors Bodhi Tree
Goop
Began as a spiritual bookshop in Hollywood. Now a major online retailer for hollistic goods including books, homegoods, apothecary, and spiritual tools. Their pricing skews them toward a less accessible pricepoint. Due to their popularity with celebrities they can command these prices. They also offer spritual consultations.
Lifestyle brand started by Gwyneth Paltrow. Incorperates a blog to push products sold through their e-commerce. The online store included skincare, luxury retail (clothing, shoes, bags, accessories), vitamins, makeup, and homegoods. They also have their own line of skincare sold through the website.
Price Range: $6,795 - $3
Price Range: $15,500 - $4
Number of Stores: 1
Number of Stores: none but recently did a pop-up in San Fransisco and currently have pop-ups in limited Nordstroms
Monthly Website Traffic: 7,680
Monthly Website Traffic: 460,800
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Bluemercury Beauty retailer and spa started in 1999 by Barry and Marla Beck. They offer high end beauty products, and concentrate on the education of their sales people so they are experts. They do not concentrate heavily on organic products, but sell a lot of the more popular natural beauty brands like RMS. They are one of the fastes growing beauty retailers, and were aquired by Macy’s Inc. in 2015. Price Range: $2,060- $8 Number of Stores: 100 including one in Savannah. Also have a few shop in shops at Macy’s with plans to expand to compete with Sephora in JC Penny. Monthly Website Traffic: 54,300
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SWOT S
W - Organic skincare is a rising market - Crystals, and information about crystals is hard to find -
-Assortment could be greater
O - Savannah does not have a holistic, or organic skincare store - Creating a space where clients can feel confident they are buyin responsibly
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T - Already established stores like Bluemercury - Changing markets - e-retailers like Goop
Launch Strategy Future Growth
Website
TEMPLES FARM Phase one of the launch will include launching the Instagram, Facebook, and website simultaneously. Facebook and Instagram will not vary in what is posted to each, Facebook is rather a secondary social media to attract some of the later generation customers who still frequent Facebook. Before launching the Instagram, a series of flat lays of products and the farm will be photographed ahead of time with the intention of releasing 2 posts a day at key posting times. Instagram will always feature the shop now application, so the customer does not have too follow the link in profile. After a month of gathering followers, there will be a pop-up shop in Savannah during the Savannah Jazz Festival. Where a limited assortment of products will be sold, it will mostly be used as a way to get the word out in Savannah as well as being a marketing tactic for social media.
SKINCARE All FACEWASH SERUMS MOISTURIZER TREATMENTS
BODY BATH FRAGRANCE HOMEGOODS CRYSTALS ACCESSORIES FROM THE FARM
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Herbivore Lapis Face oil $72
POP-UP Temples Farm
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Temples Farm will continue to sell solely through e-commerce and pop-ups until it is able to sustain earnings through three fiscal quarters consecutively. At this point plans will move forward to create a brick and mortar adjacent to the Judge offices. It’s convenient location on Jones street means that a lot of local and tourist foot traffic passes by daily increasing the potential for discovery. As Temples grows the assortment will grow with it to offer more to our customers, eventually creating our own line of products. Through interacting with customers via the e-commerce website Temples Farm will be better able to create an in house product line that caters to our customers’ needs.
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Planned Products
Click here to view entire planned products book
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ASSORTMENT PLAN PRODUCT CATEGORY
TOTAL %
PRODUCT CATEGORY
TOTAL %
Facewash
3.25%
Market Finds
4.07%
Personal Care
10.57%
Crystals
6.50%
Serums
8.94%
Accessories
4.88%
Moisturizer
9.76%
From The Farm
1.63%
Treatments
9.76%
Perfume
8.13%
Candles
17.89%
Homegoods
14.63%
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Sources
http://www.siteworthtraffic.com/ http://businessinsavannah.com/bis/2016-06-28/savannah-visitors-spending-more-money-staying-town-longer http://goop.com/ https://bodhitree.com/ https://bluemercury.com/
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